New agreement will see the Merv Marketing Studio division provide digital marketing support to the PA Lottery
Merv Digital Solutions has agreed a deal to provide digital marketing support to the Pennsylvania Lottery.
The agreement will see the Merv Marketing Studio division provide digital marketing staffing support to assist the lottery with its digital marketing initiatives.
The staff augmentation engagement includes team members with unique expertise in PA iLottery customer relationship marketing (CRM), retention marketing, promotions and bonuses, data analysis, and affiliate marketing strategy.
The partnership reconnects Merv Huber, founder and CEO of Merv Digital Solutions, with a Pennsylvania Lottery team he has worked alongside since 2018, when he was part of the group that launched the Pennsylvania Lottery Online Play program in its inaugural year.
Through his prior role as vice president of digital growth at Scientific Games, Huber provided marketing, product, and game content strategy to the Pennsylvania Lottery for more than six years before founding Merv Digital Solutions in late 2024.
“We are pleased to partner with Merv Digital Solutions to further strengthen our digital marketing capabilities and support the continued growth of the PA iLottery platform,” said Pennsylvania Lottery executive director Drew Svitko. “Merv and his team bring valuable industry experience and specialized expertise in CRM and digital marketing strategy, and we are confident this partnership will support our mission to responsibly grow proceeds that benefit older Pennsylvanians across the Commonwealth.”
Huber said: “Returning to work with the Pennsylvania Lottery is a genuine privilege. This is a team I’ve collaborated with for years on programs I care deeply about. Bringing the Merv Marketing Studio’s capabilities to bolster PA’s digital strategies priorities is exactly the kind of work we built this company to do, and we look forward to helping grow lottery profits that will benefit programs for older Pennsylvanians.”
The Merv Marketing Studio is one of two studios operating under Merv Digital Solutions alongside the Merv Game Studio, which recently launched five new eScratch titles under its Super Scratchers range.
Merv Digital Solutions recently announced Steve Hickson as a new investor and strategic advisor.
Hickson previously founded SidePlay Entertainment, which was also an eInstant content supplier to the Pennsylvania Lottery prior to the studio being acquired by Scientific Games in 2021.